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    Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands

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    Publication date
    201-03
    Author
    Yoganathan, Vignesh
    Osburg, V-S.
    Akhtar, P.
    Keyword
    Multisensory marketing
    Ethical consumption
    Ethical brands
    Sensory branding
    Sensory stimulation
    Rights
    © 2019 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
    Peer-Reviewed
    Yes
    
    Metadata
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    Abstract
    Amidst strong competition and lack of resources and functional superiority, ethical brands may seek an experiential approach to marketing online. A between-subjects online experiment (N=308) shows that ethically congruent visual and auditory cues, and a tactile priming statement, positively influence consumers' willingness to pay (WTP) for an ethical brand online. Altruistic and Biospheric value-orientation (ALTBIO) and Need for Touch (NfT) were considered as moderators to account for specific segments. For consumers with high ALTBIO, the effects of visual and auditory cues are mediated by Consumer Perceived Brand Ethicality (CPBE). Tactile priming has a significant effect only for consumers with high NfT. However, the interaction between the three cues has a positive effect on WTP irrespective of CPBE, ALTBIO, and NfT. Findings illustrate multisensory marketing's efficacy in fostering sensible consumption (considerate of natural and societal environments and their inhabitants) online for the mass-market and specific segments by creating an experiential customer judgement-context.
    URI
    http://hdl.handle.net/10454/16630
    Version
    Accepted manuscript
    Citation
    Yoganathan V, Osburg V-S and Akhtar P (2019) Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands. Journal of Business Research. 96: 386-396.
    Link to publisher’s version
    https://doi.org/10.1016/j.jbusres.2018.06.005
    Type
    Article
    Collections
    Management and Law Publications

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